Impact of brand equity and mobile web quality on intentions to use m-commerce amongst Traveloka customers

Abstract

This study purposed to analyze the application of an extended technology acceptance model (TAM) by combining the influence of brand equity and mobile web quality that are used to predict intention to use m-commerce, through perceived ease of use, perceived usefulness, and attitude toward using. The research was conducted on Indonesian citizens who have used service products on m-commerce Traveloka. The analytical method used is the structural equation modeling (SEM) with Lisrel 8.80 Software. Using a convenient sampling technique, 270 respondents were involved in the study. Only five of the nine hypotheses developed are significant, while the others are not. However, the current study discovers a new finding that brand equity significantly affects the attitude toward using m-commerce. The results of this study are quite different from Chi’s (2018) study, indicating that the model still needs to be reinvestigated using a different sample to test the model consistency.

Keywords: {'name': 'Mobile Web Quality'}, {'name': 'Brand Equity'}, {'name': 'TAM'}, {'name': 'm-commerce'}, {'name': 'Traveloka'}

Authors & affiliations

Fendri Reswanto
Affiliation not supplied

Asmai Ishak
Affiliation not supplied

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Supplied references, not a list of publications citing this article.

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